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Download Advances in Advertising Research, Volume 1: Cutting Edge by Ralf Terlutter, Sandra Diehl, Shintaro Okazaki PDF

By Ralf Terlutter, Sandra Diehl, Shintaro Okazaki

The aim of the booklet is to boost extra systematic examine within the fields of advertisements and verbal exchange shape a global viewpoint. popular communique researchers from world wide have contributed to the making of this booklet.

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Extra resources for Advances in Advertising Research, Volume 1: Cutting Edge International Research

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Extraordinary varieties and atypical design elements support a clear distinction from permanent offers (fig. 1). Figure 1: Magnum product line including Limited Edition Whereas limited editions in high involvement categories, such as watches or art prints, look back on a long tradition (Amaldoss/Join 2008; Franke/Schreier 2008), in recent years this kind of strategy has been used increasingly in fastmoving-consumer-goods (FMCG)-categories as well. Companies use the limited-edition-strategy especially because of the additional growth potential and the possibility to distinguish one’s brand from the others (Kirsche 2005).

Moreover, a lack of market knowledge—of market and industry structures, consumer tastes and preferences, buying habits, and so forth—may limit firms’ challenge to adapt specific advertising messages to local markets. We argue that this lack of market knowledge, and the resulting low level of adaptation, may have led to a sceptical attitude towards global ads. Given low brand awareness or recognition in this region, this may result in a fatal error for MNEs’ long-term profit, unless more flexible approaches are sought.

An example of Limited Editions is given by Magnum’s limited edition “5 Senses”. The restricted availability of this special variation is illustrated by “Limited Edition”. Extraordinary varieties and atypical design elements support a clear distinction from permanent offers (fig. 1). Figure 1: Magnum product line including Limited Edition Whereas limited editions in high involvement categories, such as watches or art prints, look back on a long tradition (Amaldoss/Join 2008; Franke/Schreier 2008), in recent years this kind of strategy has been used increasingly in fastmoving-consumer-goods (FMCG)-categories as well.

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